The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy
By Adrian C Ott
Time is not money.
Time is more important than money.
Today's customers are overwhelmed, overworked, and overstressed, and it seems that everyone from CEOs to soccer moms is short on time and inundated with information. As a result, despite the availability of 24/7 commerce and countless ways of engaging people in our multiscreen (mobile, TV, and PC) economy, companies find it more difficult than ever to claim even a fraction of the 1,440 minutes in their customers' precious 24 hours.
In The 24-Hour Customer, Adrian C. Ott, CEO of a successful Silicon Valley consultancy, argues that companies need to strategically harness the ebbs and flows of customer time and attention in order to win in today's competitive landscape. She explores the economics of time and attention, including why customers will devote hours addicted to social networks, yet will say "I have no time!" to other offerings. Based on extensive research and real-world results with market-leading companies, this book provides tools, such as Time-Value Tradeoffs and Time-ographics, that pinpoint opportunities to increase revenue and gain market traction.
Filled with fascinating case studies from companies like Johnson & Johnson, Amazon, and iPhone app start-ups, The 24-Hour Customer offers fresh ideas for capitalizing on the elements of time, attention, and value to innovate never-before-considered products, services, and programs for today's uber-connected, multitasking customer. Readers will discover how:
Zipcar utilized time-slicing to redefine automobile ownership and grew by 70 percent, while the auto industry struggled in 2009;
Netflix, Hulu, and others time-shifted to movies on-demand, ultimately restructuring the entertainment industry;
P&G leveraged inattention by enabling habit-formation for some of its most successful brands.
This book shares the latest strategic weapons for achieving market leadership and will change the way executives think about their businesses and their customers."
Adrian s book outlines an innovative approach using a new lens to view the critical and increasing importance a customer s time plays in their purchasing cycle. She uses this same lens to provide useful insights on how to design business strategies to create new market opportunities and achieve sustainable market position. --Steve Steinhilber, Vice President Emerging Solutions Ecosystems, Cisco Systems; author Strategic Alliances"
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